Word From The Market
Tina Nleya
The Agricultural Marketing Authority (AMA) continues to champion
market-led farming by creating market linkages and facilitating access to markets for Zimbabwean agricultural players.
One of the most significant opportunities for local farmers, exporters and agribusinesses to tap into the international market is through participation in the Macfrut 2025, a premier fruit and vegetable trade show.
Scheduled to take place at the Rimini Expo Centre in Italy from May 6 to 8, this event provides a gateway for local agricultural stakeholders to connect with global buyers, investors and industry leaders.
Why Macfrut matters
Macfrut is a benchmark event in the fruit and vegetable sector, encompassing the entire supply chain — production, trade, pre- and post-harvest technologies, packaging, logistics and services.
The 2024 edition saw impressive participation marked by the following:
1 320 exhibitors (40 percent from foreign markets)
56 200 visitors (39 percent international)
Over 1 500 top buyers present
More than 100 industry events
Eight pavilions covering 62 000 square metres
This makes Macfrut a valuable opportunity for Zimbabwe’s agricultural players to showcase their products, explore export potential and learn from global market trends.
Focus areas for Zimbabwean participants
Zimbabwean exhibitors and visitors at Macfrut 2025 should focus on:
Horticultural products, aligning with the country’s growing export potential.
The potato value chain, which is a key theme of this year’s expo.
Agricultural machinery and value addition technologies, given Italy’s renowned expertise in manufacturing advanced agricultural equipment.
Poultry industry opportunities, as Fiera Vicola, a poultry expo, will be running concurrently with Macfrut, offering additional networking and investment opportunities.
What Zimbabwean farmers and exporters stand to gain
- Direct access to international buyers
Macfrut brings together over 1 500 top-tier buyers from across the globe, presenting a rare opportunity to engage in direct business discussions and establish long-term partnerships with key players in the industry.
- Exploring the European and Mediterranean markets
Zimbabwe’s agricultural exports, particularly in fresh produce, can find lucrative opportunities in the European and Mediterranean regions.
Egypt, a key focus country in this edition, is a major player in citrus, table grapes, potatoes, strawberries and onions — crops that align with Zimbabwe’s agricultural strengths.
Understanding how Egypt has positioned itself as a leader in this sector could provide valuable lessons for Zimbabwean exporters.
- Technological and market insights
Macfrut features dedicated exhibition spaces on cutting-edge innovations, including:
The Healthy Food Show, focusing on processed products with high nutritional value, medical research and new production techniques.
Biosolutions International Event, showcasing sustainable plant protection, nutrition and biostimulation solutions.
Agrisolar Systems and Technologies, an exhibition dedicated to integrating solar energy into agriculture.
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The Water Revolution, addressing climate change, efficient irrigation and energy use.
Biotechnology Symposium, bringing together plant biotechnology research and production chains.
Participation in these specialised areas will help local agribusinesses gain insights into sustainable and high-value production techniques that can boost competitiveness in global markets.
Exhibition and participation details
Exhibiting costs and support
Zimbabwean companies interested in exhibiting can select from various stand packages:
32m² stand: €7 000 (up to five exhibitors) or €8 500 (for two companies)
48m² stand: €9 950 (up to eight exhibitors) or €12 500 (for four companies)
64m² stand: €12 800 (up to 10 exhibitors) or €16 000 (for six companies)
96m² stand: €18 450 (up to 12 exhibitors) or €21 500 (for eight companies)
Exhibitors receive assistance with business matching, meeting scheduling and logistical support before and during the event
Visa and travel arrangements
Visa support is available for exhibitors who have paid their stand fees.
Visitors must pay a visa fee of approximately US$100.
Flight arrangements
Exhibitors have coordinated flight information, while visitors need to make their own travel and accommodation plans.
Accommodation assistance
AMA can advise on accommodation options based on preferences.
AMA urges Zimbabwean farmers, agro-processors, exporters and agribusiness investors to take advantage of this opportunity.
By participating in Macfrut, stakeholders can:
Expand their export markets by connecting with international buyers.
Gain exposure to new agricultural technologies that enhance productivity and efficiency.
Engage in knowledge-sharing sessions with global industry experts.
Showcase Zimbabwe’s agricultural potential on an international stage.
With its reputation as a leading event for the global fruit and vegetable sector, Macfrut 2025 is an unmissable opportunity for Zimbabwe’s agriculture industry to establish a strong foothold in international markets.
Let us take the step towards expanding our agricultural exports and unlocking new growth opportunities!
Word From The Market is a column produced by AMA to promote market-driven production. For further details or assistance, contact Gerald Mashiri on 0773626164 or +263736958770 via WhatsApp or email: [email protected] or [email protected]
